We've opened a pop-up charity shop in our Milton Keynes store selling donated second-hand clothes and promoting sustainable fashion.

The Re-Loved shop, which is open for the next four weeks, features clothes and shoes from a number of different brands. All proceeds from the shop will go to our Tickled Pink campaign, which supports Breast Cancer Care and Breast Cancer Now.

With research by sustainability charity Wrap UK estimating that £140m worth of clothing goes to landfill in the UK each year, our George fashion team wanted to explore ways to encourage customers to reuse, repurpose or recycle unwanted clothes.

The move is part of our drive to improve the environmental impact of our George clothes and operations, following the launch of a sustainability strategy and first range of recycled polyester clothing in the spring.

George already has a zero-tolerance policy towards incineration of clothing waste and its surplus products are donated to be repurposed or recycled by a number of different charities. It also has clothing recycling points for customers at almost 500 stores.

Melanie Wilson, Senior Director for Sustainable Sourcing at George, said: As a country, we throw away far too many clothes. At George, we’re committed to doing the right thing by our customers and the planet by improving the sustainability of our products, making sure they are built to last - including our 100 day satisfaction guarantee - and ensuring that any surplus stock we have is repurposed or recycled.

"By trialling our Re-Loved pop-up shop, we hope to help create another route for unwanted clothes to find a new home and encourage people to think again about throwing away that top or those jeans they no longer love."

The Re-Loved shop in our Milton Keynes store is open from 10am-7pm Monday to Saturday and 10am-4pm on Sunday.

Re-Loved: Find out more about why we want our customers to re-love their clothes in this blog post from Melanie.